TERM PAPER REPORT

ON TOPIC: CUSTOMER PREFERENCES AND ATTITUDE TOWARD

FASHION PRODUCT

SUBMITTED TO: AMITY UNIVERSITY,UTTAR PRADESH

In partial fulfilment of the requirement for the award of the degree of .

Bachelor of Business Administration

by

AKSHAT JAIN

(A3906419019)
Under the guidance of

DR. DIVYA GOEL

AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY NOIDA,

Uttar Pradesh

April – May 2021

1
 DECLARATION

I, hereby declare that the major project entitled CUSTOMER PREFERENCES

AND ATTITUDE TOWARD FASHION PRODUCT WITH REFERENCE TO
ISHU FASHION HUB” is submitted by me to the department of Amity School
of Business Amity University, Noida in partial achievement of the requirement
for the award of the degree BBA(general). It is a record of the authentic major
project carried out by me under the supervision of DR. Divya goel. I further
declare that the work done in the major project is true and actual to my
knowledge.

I attest that the permission has been granted to use any copyrighted material
Appearing in the report.

Place:

Date:

Akshat jain

(A3906419019)
2
 ACKNOWLEDGEMENTS

I take upon this opportunity to acknowledge the many people who have helped
me through the major project for the completion of my work and report. I
sincerely thank my major project guide, DR. Divya goel, for his guidance, help
and motivation. Apart from the subject of my research, I learnt a lot from him,
which I am sure will be useful in future life. I also express my gratitude to my
other teachers for their suggestions and helpful comments.

I am especially grateful to my colleagues for their assistance, criticisms and

useful insights. I am also thankful to my all batchmates with whom I share so
many memories. I would like to acknowledge the support and encouragement of
my friends. My sincere gratitude also goes to all those who instructed and
taught me through the years.

Finally, I would like to wind up by paying my heartfelt thanks to my family

without their confidence, endurance and support this would be impossible.

My family has always been a source of inspiration and encouragement. I wish to

thank my parents, whose love, teachings and support have brought me this far.

Akshat jain

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 CERTIFICATE

This is to certify that Akshat jain, student of Bachelor of Business

Administration has carried out the work presented in the term paper entitled
“CUSTOMER PREFERENCES AND ATTITUDE TOWARD FASHION
PRODUCT” as a part of first year program Bachelor of Business
Administration from Amity University Noida, Uttar Pradesh under my
supervision.

DR. Divya goel

ASB,Noida

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 INDEX

TOPIC PAGE NO

ABSTRACT 6

--CH-01 INTRODUCTION 7-9

CH-02 LITERATURE REVIEW 10-13

CH-03 NEEDS AND OBJECTIVES OF THE STUDY 14

CH-04 RESEARCH METHODOLOGY 15

CH-05 DATA ANALYSIS AND INTERPRETATION 16-20

CH-06 FINDINGS FROM THE STUDY 21-22

CH-07 RECOMMENDATIONS 23

REFERENCES 24

ABSTRACT

5
In order to explore the preferences and attitude of customers, who want brands,
and identify the elements that affect consumers to buy brand clothes, the study
paper 'Consumer preferences towards fashion products' was carried out in
Delhi-NCR . Primary data was obtained from 200 consumers using a
questionnaire across Delhi and NCR to achieve the objectives. According to the
findings of the survey, today's consumers are brand conscious. They like
branded apparels to look more stylish, and branded apparels also indicate a
person's status. People favor brands because they have greater endurance,
variety, and quality.

CHAPTER-01 INTRODUCTION
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More and more people in modern India are switching to branded clothing than unbranded
clothing. The major elements that generate demand for branded clothing for India include
increasing consumer incomes, increased literacy among consumers, globalization, increased
procurement power and customer awareness of fashion. Liberty Shirts was the first company
in India during the 1950's that sold shirts under its brand name. Then the branded clothing
market wasn't looked back. In the Indian clothing industry, many brands both nationally and
internationally have established themselves. Branded clothing grabbed the men's and the
women's wear market and progressively got up to wear in children. The only cause for the
brand knowledge and awareness of Generation Y have been media and advertisements. This
is the latest trend that young people are increasingly purchasing clothes of a renowned brand.
You are guaranteed to visit one of the great brands to get a pair of jeens or a shirt from your
store while you shopping in a trendy shopping mall. The young people now look forward to
the fortune of purchasing branded towels. The common notion is the high quality and comfort
of clothing manufacturers. And thus more and more individuals become devoted to the brand
despite the fact that they must give a big amount of money when they shop. Most individuals
tend to buy highly reputable and brand-value products. By brand value, the quality, price and
style signify people. The new fashion slogan which caught on like forest fire is aware of
brand awareness. The rising wealth helps young people with great ease and comfort to shop
from large garment companies. The results of the 2000 young people (13-21 years of age)
survey have been used to analyze the buying power of their clothes. Some of the significant
findings from the poll include that 35% of respondents (both working with parents) spend as
much on branded garments than Rs 5000 per month. It's the brand for them and not the price.

• Approximately Rs3500-4500 are spent 20 per cent on the purchase of branded clothing.

• 60% of respondents say they have embarrassed closets, therefore they buy more than wear
them. • Branded clothes are a symbol for young people to stay ahead of their friends, and
suggest they may use the latest market 'in'.

• Cinema stars, sportsmen and models are the role model in branded clothes for Indian young
people. No surprises here, as these celebrities inspire young people and imitate their film
idols.

• Levis is the leader in the casual clothing category with Lee, Wrangler, Flying Machine and
Pepe, in terms of brand choice. Nike ranked first in the class of high branded footwear,
followed by Reebok, Adidas.

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1.1. Consumer behavior towards Fashion Products

Consumer clothing preferences fall into two categories: clothing

attribute preferences and shop attributes preferences. Attributes for clothing
include variety, durability, price and size. The shop's characteristics include
the location, size and service of a shop. Apparel is a consumer item that
allows customers to form permanent preferences. The continued
participation demonstrates feelings for a product class that remain
throughout time and in various contexts (Forsythe, 1994). When consumers
engage in a product, information linked to product is more quickly
processed. This information is thoroughly analyzed and therefore kept for a
longer time. When consumers adopt an attitude towards a product, they
associate the product with its characteristics. Certain features such as long-
lasting and convenience or hedonic colour, fashion or style might be utilities.
Preferences that influence product selection fall under extrinsic factors, such
as brand, label, price and inherent characteristics, such as design,
uniqueness, looks, attractiveness, design, durability, etc (Plumle, 2001).
Distributors bring value in many respects for producers and consumers,
which are mostly tough to replace for manufacturers. These include breaking
bulk in smaller retail quantities, providing a range of products so that
customers can make single-stop buyers, creating a product-to-use buffer
store and providing support services such as display, demonstration, loan,
delivery, assembly, repair and return and warranty services, where
necessary.

For high engagement products such as clothes, the value added made by
shops is substantially higher. Low prices, wide range of choices, quick
delivery.

1.2. Purchase Intentions of Today’s Consumer

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The clothing is fashionable with a brief life cycle of the product and is affected
by famous campaigns, visual merchandise and the stores environment. Brand
construction and differentiation multi-channel systems at the regional and local
levels backed by cultural forums on local markets promote customer purchasing
intentions. In addition to retail stores, industrial actors based on fashion and
design contribute to the creation of images and myths that encourage the
consumer to purchase clothes (Jansson and Power, 2010). Psychodynamics and
social factors influence customer purchase intentions in fashionable clothes.
Consumer views about the purchase of clothing are based on five factors:
sensory leadership, perceived role models within society, matching clothing to
an attire of employment and an atmosphere in the workplace; socialization with
peers and people they admire (Stanforth, 2009). In the recent past, men and
women have become aware of a corpus of critical research which has spurred
the feeling of newness and feminism globally.

CHAPTER-02 LITERATURE REVIEW

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•Pandian, Varathani, Keerthivasan (2012) This studies reveals that the three
top brands favored by respondents remain Raymond, Peter England and John
Player. The aspects such as durability, reference groups, the broader color and
design, attractiveness, price range and celebrity endorsers have clearly been a
major influence of most of the customers in men's brand shirts. The majority of
buyers expect lower prices and a broader color and design options.

•Rajput, N., Kesharwani, S. & Khanna, A. (2012) The article says that in
Indian clothing markets, the Modern Era offers high quality equipment and a
large range to meet customer wishes. Clients also take advantage of the chance.
The results show that Indians are now extremely aware of the brand. Brands are
therefore not an important consideration in the selection of the product or brand
to be purchased. Other elements include quality, comfort, expectations and
demographics, which also influence the buying decision dominating men's and
women's buying decisions.

•Vikkraman and Sumathi (2012) This study on the Indian clothing sector has
indicated that the significant favorable precedents of buying intentions for local
and worldwide brands are indigenous consumers who identified the emotional
value and clothing interest. The substantial influence of self-conceiving on a
need for uniqueness shows that Indian self-conceived customers don't want or
want to distinguish from others and that Indian consumers might have a view of
themselves and that they need to be distinctive in expressing "individuality." A
significant clothing effect has demonstrated that Indian consumers favor foreign
brands for their perceived quality and emotions.

•Nirbhan Singh, R.(2013) Clothes are a significant element in the life of

women and play a key influence in the development of the identity and status of
women. Tissues allow women to increase their trust and self-esteem. Clothing is
known as speciality products since people typically try to find the clothing they
need. The main focus of women is product qualities, trends in fashion and other
variables relating to customer's social or psychological demands. These features
assist you to choose your clothes according to your needs and also match
tradition and culture.
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•Dr. Anand Thakur, Mr. Bhuvan Lamba (2013) The study is conducted to
learn about customer satisfaction levels and elements that affect ready-made
clothing buying and to learn more about the most popular consumer brands in
various clothing variants that would enable manufacturers prepared clothes plan
their further expansion. The results indicate that Tommy Hilfiger and Peter
England are the most favorite brands in Jalandhar city, and that the price and
quality are the most important aspects in clothing purchases.

•K. Balanaga Gurunath Anand, M. Krishnakumar (2013) Researched Indian

customer purchasing behaviour, in five aspects, such as consumer properties,
reference groups, storage qualities, promotional attributes, and product
attributes. The findings show that the promotion and reference groups of the
retailer are key factors of clothing purchase behaviour.

•Jafar Ikbal Laskar and Haidar Abbas (2014) The purpose of this study is to
study the consumer awareness of different clothing brands, their perception of
these brands and the elements that influence their perspective (source of
awareness and extent of awareness). Researchers have observed that the main
source of brand awareness is publicity and shelf presence. Companies that
invest in different ways should look into their plans.

•Syed Irfan Shafi, Dr. C. Madhavaiah (2014) This experimental study

examined the influence of demographic and consumers buying features, which
influence the decisions of the purchaser, the results of the study revealed that
the main aspect of clothing purchasing behaviour is the reference group,
promotional features, Store features, product attributes, income and occupation.

•Md. Mazedul Islam, Muhammad Mufidul Islam, Abu Yousuf Mohammad

Anwarul Azim, Md. Russel Anwar (2014) The study shows that various
demographic criteria as well as other buying patterns influence the customer in
his choice of retail outlet and in his acquisition of clothing items significantly.
The purchase behavior of retail outlets is also influenced by unique showroom
variables. The main and most popular brands are Cat's Eye, Artisti, Aarong,
Westecs, Ecstacy, Kay-kraft, Yellow, and many more excellent features. The
quality factor, the color and the design, comfort and style and the price are the
primary criterion in the client rankings, ensuring continuous ranks.
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•Namrata Anand, Vandana Khetarpal (2014) The study underlines the need
of research in the field of garment business to exploit the growing potential,
despite the increased demand of clothing consumers and the active role they
have played in spreading innovation. Clothing retailers and suppliers have also a
critical role to play in understanding the consumer conduct of purchasing
fashion clothes to make them more profitable for this market.

•Sheek Meeran, Ranjitham (2016) The purpose of this research is to

determine the customer's perspective about retail garment displays and to
evaluate the element in the selection of a given retail garment display room for
shopping at the Hub Tirunelveli. The study showed that the three top branded
items the respondents favor are Raymond, Peter England and John player. It is
obvious that most branded buyers have been significantly impacted by elements
such as durability, reference groups, a broader range of colors and style, appeal,
price range, and celebrity supporters. Most buyers want lower prices, more
color and design options. Branded garment producers need to focus on all these
variables in order to create and sustain branding strategies efficiently. The two
variables contributing more to the preference of a certain showroom are
convenient store hours and the offer and discounts. In order to attract and
maintain their customers, businesses must pay more attention to these criteria.

•Reham Abdelbaset Sanad (2016) A complete examination of the elements

affecting the purchaser's decision on clothing and textile products is intended in
this study. Research studies examined the elements affecting the
commercialization of textile products, including clothing and fashion products.
Different cultural, social, personal, psychological and environmental elements
are included. Market-related features have been documented, particularly
product features, buying channels, pricing and promotion. This study examined
research on customer behavior in textiles and clothing goods. The aesthetic and
physical features of textiles are believed to have a large effect on customer
decision-making, however, insufficient research has been identified on the
relationship between textile product characteristics and consumer purchasing
decisions. The preference of product qualities was concerned most of these
investigations. Therefore, consumer behavior research in textiles and clothing

12
with a particular focus on fitness, comfort and performance are advised to be
expanded.

•Deepali Saluja (2016) it is also intended to examine the effects of consumer

behavior on clothing on such characteristics as monthly income, gender, and
peer influence. The Delhites survey suggests that consumers prefer to go
shopping mainly with family and friends. Their decisions are affected by
friends, family, famous people, magazines etc. The key elements that influence
their purchasing behavior in relation to modes are quality, comfort, brand. The
study reveals the purchasing behavior of customers is not affected by age,
gender, education or employment. Finally, the survey suggests that Delhi
customers are in favor of fashion clothing brands.

CHAPTER-03 NEEDS AND OBJECTIVES OF THE STUDY

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We live in sophisticated and stylish India today. In contemporary India
everyone aspires to seem elegant. Enhanced consumer buying power and
literacy make finding out what is new in clothing easy and customers may now
buy costly branded clothing to look stylish. In comparison with unbranded
products, buyers now give considerable priority to branded clothes. Studies are
therefore needed to identify what aspects customers are thinking about while
preferring branded clothing and which brands consumers prefer.

The following are the objectives of the present study:

 To study the socio economic characteristics of customers in DELHI AND

NCR towards Fashion Products.

 To study factors influencing buying behavior customers towards Fashion Products.

 To study the impact of promotional activities on buying behavior of customers.

 To measure the brand loyalty of customers towards the Fashion Products.

CHAPTER-04 RESEARCH METHOLOGY

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The present study is undertaken to evaluate the buying behaviour towards the
Fashion Product in Delhi-NCR.

a) Data Collection Methods: Both the primary and secondary data were
obtained The data have been mostly acquired through a standardized
questionnaire, personal interviews and discussions with clothing users
and non-users that are generally acknowledged. Secondary information
gathered from other sources such as books, journals, magazines,
corporate reports, websites, etc.
b) Research Design: A study is Descriptive in nature.
c) Sampling: The study would address the taste and preference of customers
for the product, influence of promotional actions and consumer patterns
in Karnataka between selected cities such as Mysure, Kolar,
Chickaballapur and Mandya.

• Sampling technique: easy way of sampling adopted. The poll was

carried out in textile, clothing shops, special clothing displays, and certain
school campuses and in the public at large.
• Sample size: for the study, the sample size is 200.

• sample unit: samples are gathered at chosen locations in Delhi-NCR

from students, companies and the general public.

d) Data Analysis Techniques: The information collected by the

questionnaire was translated into a master table that permitted the
appropriate tabulation of the data. The data collected were then combined
into tables and evaluated using several statistical tools such as frequency
distribution, average values and percentages and z testing, to determine
the changes.

Chapter-05 Data Analysis and Interpretation

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Age wise extent up to which various factors influence purchase of branded fashion products.

Age
Sl.No Statements related to different factors 20-30 Above 30 Z value
Mean Mean
1 I read newspaper and magazines to know 2.935 2.727 1.432
what is new in clothing
2 When new style appear in market, I am first 3.960 3.410 5.41*
to buy them
3 I go for purchase because I get bored with 3.928 2.150 7.6*
wearing same type of clothes
4 I have a long term plan for purchasing 2.060 3.960 0.16
expensive branded apparels
5 I preferred to purchase the apparels which 3.670 1.740 8.5*
are worn by the celebrities
6 I try to dress and even purchase apparels 3.860 2.410 4.16*
same as my friends
*Significant at 5% level of significance Z table value at (5 %) =1.96

Table demonstrates that the mean score in declaration number 1 among the 20-
30 age range was 2,935, near neutral (3) and similar for those over 30 years who
also had an average score of 2,727, near the neutral point of scale of this
statement. Z (1.432) below the substantial level reveals that the opinions of 20-
30 year olds and of those above 30 years old do not differ significantly. The
mean score of responders between 20 and 30 years in statement number 2 was
3.96, which was close the agreement point of scale.

While the mean of the respondents was not significantly different between the
age group 20-30 and older than 30 years, the value Z greater than the meaning
threshold showed that the opinions of the respondents differed significantly
between the ages of 20-30 and older than the ages of 30. Declaration No. 3
discovered that respondents ages 20-30 years close to the agreed scale for the
declaration I go for buy because I become weary of wearing the same kind of
clothes that are averaged at 3,928. However, given the maturity level of
respondents aged over 30, they were approaching the discrepancy of the sixth
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statement. Z larger than meaning level also suggests that the opinion between
the interviewees under 30 years old and those above 30 years old was
significantly different. In statement 4 the interviewees within the 20-30 year age
group did not agree with the assertion that I had a long-term goal to buy
expensive branded clothes with a mean score of 2,06, but those above the 30
year age range were almost at the accepted size for that statement. Before
buying branded clothing they considered of the durability element. Even if the
mean of the two variables differed but z is less than the mean level, the view of
respondents lying between 20-30 years of age and more above 30 years of age is
that there was no significant difference. Mean results (3.27) for those
interviewed between the ages of 20 and 30 demonstrate that those interviewed
prefer to acquire items that are worn by celebrities however those over 30 years
old are below the discrepancy in this statement with an average score of (1.74).

The last statement (six) found that people aged 20-30 were more affected by
friends and they tried to dress and even buy clothes the same as their friends and
the average score (3,86), was close to the point of degree agreed but the people
aged 30 were between the disagreement and the neutrality with regard to this
statement. Z was more than the meaning level and the view among respondents
of the age group between 20-30 years and over 30 years was significantly
different with regard to the statement that I strive to dress and even get my
clothing like my friends.

Distribution of consumers of fashion product on the basis of income

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 Family Income Frequency Percentage
<100000 5 2.5
100000-200000 27 13.5
200000-300000 43 21.5
>300000 125 62.5
Total 200 100

The table indicates the amount of income of study participants. The majority
(62.50 percent) was found to be higher than Rs 300,000 in the income groups,
with Rs 200,000 – Rs 300,000 at 21.5% in income. The income level is only
2.50 percent, below Rs 100,000. This reveals that branded clothing is mostly
bought by higher family-income consumers.

Degree of preference towards various fashion products

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 Degree of Preference Brand Names
Mostly Preferred Levis, Lee, Nike, Adidas, Puma
Duke, Pepe Jeans, Tommy Hilfiger,
Moderately Preferred
Raymond, Priknit, Spykar
Least Preferred Koutons, Madame, Octave, Wrangler
Not Preferred Diesel, CK, Cotton County

Table requested respondents to indicate the clothing brands that most prefer not
to be preferred. Based on the answers, Levis, Lee, Nike, Adidas and Puma were
most popular brands. Because they are worldwide brands with excellent brand
loyalty to consumers, brand like Levis, Nike & Adidas are favoured. Duke,
Pepe Jeans, Tommy Hilfiger, Priknit, Spykar and Raymond were the somewhat
preferred brands. Because of weaker consumer brand devotion to brands like
Nike, Adidas, Lee and Levis, Duke was moderately liked. Koutons, Madame,
Octave and Wrangler were the most popular brands. Because of their lower
image on the market, most consumers did not favor brands like Diesel, CK and
Cotton County. The clothing of Diesel and Cotton County was less trendy than
that of companies such as Levis, Nike and Duke, which most buyers felt.

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Distribution of respondents on the basis of perceived benefits of
purchasing fashion product

Benefits of branded Percenta

apparels Frequency ge
More in Variety 98 17.25
Quality wise good 164 28.88
Nice Fitting 68 11.47
Show status symbol 126 22.18
More Comfortable 112 19.72
Total 568 100

In the table above, the advantages of buying branded clothing were asked. The
respondents gave several replies to this question. The majority (28.88 percent)
were discovered to be acquiring brand clothing, as branded clothing were of
good quality, whilst (22.18 percent) were buying branded clothing because they
said they had the benefit of buying branded clothing that they showed the
person's status. Participants of (19.72 percent) thought branded clothing was
more comfortable. (17.25 per cent) of respondents said branded clothing came
in more variety since it was easy to find branded clothing according to their
taste and preferences. This is the biggest reason for people buying branded
clothing. According to (11.97%), the respondents have good fit, which is why
they choose branded clothing. This is why they like it. The status symbol of a
person was therefore the main advantages of the buyers of branded clothing, to
conclude that the branded clothing and branded clothing were good. Branded
clothing comfort has also been of value to buying branded clothes.

CHAPTER-06 Findings from the Study

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 Branded clothing was made public and more than 5 clothing brands were
easily remembered. • 100% of respondents have remembered the names
of over 5 clothes brands.
 Levis, Lee, Nike, Adidas and Puma were the most chosen brands by
respondents, because they have developed a market brand, with 90
percent loyal to those brands.
 Duke, Pepe and Tommy Hilfiger were the relatively favorite brands.
Thanks to its local and national image, Duke was moderately preferred.
 Cotton County, Diesel, Koutons and Octave were the least favors of their
respondents as a result of their less promoting efforts, and 28.88%
believed that quality clothing was good, therefore they prefer branded
clothing.
 22.17 percent stated that the person's status symbol is represented by
branded clothing. The branded clothing was more comfortable for 19.72
percent of respondents, which indicated why they were buying branded
clothing. According to (17.25%) the respondents' branded clothing
became more diversified, which was their key reason for buying brand-
name clothing.
 34.5% of respondents reported that clothing brand was the most
important brand name for them during the purchase and 28.5% said their
friends play a vital part in the selection of clothing brands.
 Family income respondents with less than 3 lakh were higher than the
neutral score of 3,26 when they tried to clothe and even buy equipment
like their buddies. The respondents with a household income over 3 lakh
were close to the neutral scale for their declaration that they were trying
to look and even buy clothing like their 2.9 average peers.
 Respondents with family income of more than 3 lakh were agreed that
when bored with the same style of clothing with a medium score of 4.02
they were going to acquire. Family income respondents under 3 lakhs
were between the disagreement and the neutral point of scale, with a
mean score of 2.57 when it comes to the statement that were tired using
the same type of clothes. Respondents below 3 lakh's family revenue

21
 agreed that they had a long-term branded clothing plan with a mean score
of 3.90.
 The graduates and the graduates above had a mean score of 2.44 between
disagreement and neutral scale, saying they would like to buy the attire
used by celebrity artists. Below the graduates agreed that they tried and
even bought the clothes with a mean score of 4.46. They also agreed with
their friends. Grads and older graduates did not get affected by their
friends and the figures of 2.23 show that they disagreed with the notion
that they were trying to look and even buy clothing just like their friends.

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 Chapter 07 Recommendations

Following recommendations have been projected from the study:

 Nowadays, consumers are well aware of the brand. They buy clothing
based on a brand image and brand uniqueity. Thus, corporations can grow
their market share by distinguishing themselves from their competitors
and building a good customer brand image.
 Consumers do not see journals and magazines as a significant source to
know what is new in clothes, but consumers are encouraged to learn
about what is new in clothing through fashion publications.
 Consumers are less loyal to domestic garment brands than international
brands, and so the image of brands among consumers needs to be
improved by national brands.
 As a result of an increase in buying power, consumers are spending a
significant proportion of their income on the purchase of branded clothing
and the branded clothes market will increase enormously in the coming
years as a result of branded clothing companies' need to develop
strategies that keep the consumers loyal to their brand so that consumers
do not switch to other brands.
 The key feature is to create consumer loyalty, so that clothing stores can
generate loyalty between consumers by providing above attributes in their
apparel store.

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